InfoCash, the third largest ATM operator in the UK, is using local radio advertising to communicate the benefits of free-to-use cash machines to business owners.
In what is claimed to be an ATM industry first in the UK, an initial campaign with Manchester station, Asian Sound Radio, will be broadcast throughout August 2011. In keeping with the station’s audience profile, listeners will hear the advertisement in Urdu as well as English.
Oxfordshire-based InfoCash has nearly 5,000 ATMs installed across the UK and is steadily expanding its estate.
Managing director, Tim Wilder, said: “We identified radio as an ideal medium for communicating with independent business owners – many of our target prospects work long hours and use local radio to keep in touch with their communities.
“It’s a flexible medium that allows us to focus very precisely on the regions we select for our sales activity. In the North-West, Asian Sound Radio is a good fit for us. We have booked daily, prime-time slots throughout the month and we are looking forward to some great results. As far as I am aware, we are breaking new ground in our industry – this is the first time in the UK radio has been utilised as part of a campaign to promote ATM sales.”
Created by marketing agency STW, the advertisement features the sound effect of a ringing till and reminds business owners a free-to-use ATM will encourage existing customers to spend more and bring new customers through the door. A dedicated telephone line will be manned by both English and Urdu speakers for the duration of the campaign. Retail Times readers can listen to the advertisement at www.infocash.co.uk/press.